Look, some scalps are just oily. And when the hairs grow up and out of that scalp, they tend to be oily, too. It’s a fact of life, and nothing to be ashamed of.
If your scalp—and your hair—are on the oilier side of life, then you’re quite familiar with the symptoms: The main one is looking like you haven’t shampooed for 3 weeks, despite having washed your hair five hours ago. Your hair is rarely voluminous and texturized, because it’s weighed down by the rapid sebum production in your scalp. And then, when you do shampoo, it’s parched and dull, at the other end of the spectrum. (For all of a few hours, before it’s greasy again.)
It’s easy to combat this higher-than-most oil production, and in some cases, the scalp can be “reset” or trained to produce less sebum. Just put the following products to work (along with the advice scattered throughout), and you should be on your way to healthy, hydrated, controlled hairstyles—on the daily.
If you have dry hair, you experience less grime and buildup than guys who have scalps that produce more oil (which is basically like a natural, all-day leave-in conditioner). That means your hair can often become brittle, wilting, and prone to breaking, making it harder to style.
Like overly oily or thinning hair, it’s entirely possible to personalize your grooming regimen to overcome your natural dryness, and to condition the hair so it stays soft and stylable, You’ve got your work cut out for you, but with the proper products and regimen, it’s smooth sailing.
Here are some of our favorites—consider it a push in the right direction.
New Agey types swear by the “cleansing” powers of sage, constantly burning dried bundles of the herb to clear negative energy from a room. We can’t vouch for the plant’s effect on auras, but there is good reason to add it to your grooming routine.
“For many people, sage connotes feelings of freshness,” says Michael Edwards, a Australia-based fragrance expert. “The earthy scent can remind you of a vibrant cleanliness, or it might evoke memories of hearty, comforting home cooking,” he adds.
Which means using products with the herb is a sneaky form of aromatherapy. And it’s more than a moment of Zen.
Ryan Seacrest is making the jump to Amazon — at least for his skin-care line.
The television personality and entrepreneur will begin selling his direct-to-consumer brand, Polished by Dr. Lancer, on Amazon’s Luxury Beauty vertical.
Polished is a collaboration between Seacrest and celebrity dermatologist Dr. Harold Lancer, who has worked with Victoria Beckham, the Kardashians and others. It launched in 2017, but has only been available on the brand’s own e-commerce site.
“We brought Polished by Dr. Lancer to market so that men everywhere could experience a little bit of Dr. Lancer’s skin-care genius for themselves,” said Seacrest. “Our new relationship with Amazon marks an important milestone for the brand and will provide easy access to this great product.”
The product offering includes a microscrub for $ 35, a dual cleanse and shave for $ 20, a sunscreen for $ 35, an antiaging serum for $ 55, a lip-care sunscreen for $ 10 and a four-piece travel kit for $ 48.
Other brands on the Amazon Luxury Beauty site include L’Occitane, Calvin Klein, The Art of Shaving, Elizabeth Arden and dozens more.
October is National Fair Trade Month. Why should this matter to you? If you’re making more ethical and informed decisions about the products you buy, whether it’s coffee or clothing, you should know the Fair Trade seal means that the farmers and workers behind the brands are paid fairly, fragile ecosystems are protected, communities are supported, and supply chains remain socially conscious. Add grooming products to your list.
Some of the best and most effective natural ingredients for your skin and hair, including coconut, argan, apricot, and brazil nut oils, are produced by small-scale farmers around the world. If you’re filling your body with organic food and drinking Fair Trade-certified beverages, consider taking the same care for the ingredients you’re slathering on your skin and hair. They’re often a healthier alternative—and easier to find than ever online and at your local stores. Here, a dozen of the best grooming products to treat your body—and your soul.
Everyone wants to look their best, but let’s be real—time is fleeting, and using a ton of different products to look sharp can get aggravating. Plenty of products claim to be all-in-one, but it’s hard to tell exactly which live up to its claims.
After rigorous testing, we’ve rounded up 20 of our favorite multitasking products for your cabinet. You can thank us later.
No grooming ingredient compares to powder: Its sweat-absorbing, skin-soothing, friction-stopping powers make it an obvious choice for the active man (and the just plain sweaty man, too). Yet, powder-based products might not be on your shopping list. That’s partly because some powders are masquerading as creams, lotions, fragrances, and hair products—and it’s up to you to seek them out.
Luckily, we did that for you and identified some of the best powder products on the market. These seven will soak up odors and sweat, and leave you feeling more confident than any other product could. (Take that, beer!)
Run around town looking for a boutique body wash? Not you. So, since you like your shopping trips short and sweet—and you’re already at Target, CVS, or your drugstore of choice—you may as well stock up on your grooming supplies, too.
As an offensive lineman in the NFL, New York Giants guard Justin Pugh is always down in the trenches doing the dirty work of slamming blitzing defenders to the turf.
But when he’s off the field, Pugh is as clean-cut and well-groomed as anyone in the league.
The 6’4”, 301-lb lineman usually sports a close-cropped haircut and a finely groomed beard—and that’s by design.
“Don’t force anything and make the attributes you have work for you,” Pugh tells Men’s Fitness. “A lot of guys will try to grow out a beard, and it ends up all patchy and it doesn’t work. I’ll think, ‘What are you doing?’ I have a good beard, good head of hair, so I ride that wave. I’m not getting a bowl cut, like I’m Lloyd from Dumb & Dumber. Work with what you have and play to your strengths.”
Staying well-groomed is more than just a one-off thing for Pugh—he suggests all guys treat their style and grooming habits as a serious routine.
“Keeping yourself put-together is a lifestyle choice and you’ve really got to stay on top of it,” Pugh says. “It’s not just like, ‘Oh, this week I’m going to be good. Next week I won’t.’ It’s like working out or anything else—you have keep a good regimen and good grooming habits. Whether that’s taking care of your skin, your hair, your beard—it all comes into it.”
Pugh spoke with Men’s Fitness about his essential style advice, his gameday grooming routine, and why a hat can be your best friend on a bad hair day.
MEN’S FITNESS: What’s your gameday or game week grooming routine like? Do you have any “grooming rituals” you always stick with?
Justin Pugh: I try to get everything done before game day itself. So every Friday, before we play on Sunday, I’ll get my haircut. I’ll trim my beard up and get it looking good. I try to get it done on Fridays, so I don’t have to stress about it. Because normally we travel on Saturdays and so even if we’re in a different place, I already have my same routine. I get my haircut at the facility and I trim my beard up at home, and it works out perfect for me. Come game day, maybe I’ll like take a straight edge and kind of line up my beard a little bit, because that’s when you get the five o’clock shadow.
We’re playing in front of millions and millions of people every week. So you’ve got to make sure you’re looking good. That one shot in the very rare instance I’d score a touchdown and they zoom into my face—I’d want them to think, ‘Ah, he’s got a good beard’ [laughs], so it works out.
How did you get involved with Conair, and what have you enjoyed about your partnership?
I actually got started as a rookie. My best friend’s mom used to work for the company and got me involved. Before we even started things up I used Conair products. Guys everywhere can probably can attest to this, but once you find something that you trust that you like to use, you’ll stick with it until the day you die. It was kind of a match made in heaven. I’ve been using the Conair Man I-Stubble and Trimmer, and it’s great. To go out and endorse something I actually use and I can say I personally like, it makes an easy transition.
Courtesy of Conair
What’s your grooming and style routine when you’re getting ready for a night out? What advice do you have for guys looking to stay sharp when they go out?
I just started dating my girlfriend, so I’ve got to make sure I’m staying on-point, because she’ll call me out for it. But when I go out in public it’s the same thing about going onto the field. When you’re out in public, people are going to meet you for the first time, and no matter what people say, you judge a book by its cover. And you don’t want to do that, but at first look you are going to kind of get a thought formed right away, like, ‘Oh this person is well-kept-together or they’re a bit of a mess.’ You have those preconceived notions. Obviously, you can break down those barriers once you get started. But why not start out on a good foot? That’s something that I take pride in. Before I go out I always make sure I’m lined up.
What about those days when you’re not feeling your best, or having a bad hair or beard day? What advice do you have for dealing with one of those moments?
Sometimes a hat can be your best friend.
No, seriously: When I’m going to work in the morning, you don’t have to be dressed up for work in our business. So I’ve got sweat shorts on and maybe a T-shirt, and I’ll just throw a backwards hat on, and then I’m good to go.
You might not think you run hot until the humidity kicks in and that thin veil of perspiration creates a Rorschach test on the back of your nice dress shirt. Or your forehead starts dripping like an ice cream cone on asphalt.
Don’t curse your interior cooling system, when you can rig it with these grooming products designed to help cool your temperature and keep you looking fresh.
When it comes to getting the perfect shave, you know not just any tool will do. You need the right grooming products—that includes a razor, shaving cream, brushes, and after-shave balms. But sifting through all the products in a store or online can get overwhelming when all you really want is to get the best, fuss-free shave possible.
Luckily, there are a few places that make all of this a little easier on you—and your stubble–like The Art of Shaving.
Long gone are the days when men had to siphon off facial moisturizers, serums, and hairspray marketed to women that they found in the medicine cabinet. There are a bevy of products out there for men in masculine scents: cedar, tobacco, leather.
However, there’s a big group of guys who don’t want to smell like a cigar club—and an equal number of women who eschew sweet, floral scents that are sold to the fairer sex. Over the last year, the products in my bathroom have shifted to almost exclusively unisex. The scents tend to be clean and herbaceous, and all the products are on the must-have list (instead of nice-to-have—I wouldn’t know firsthand, but I have yet to meet the guy who needs four kinds of beard oil). Check out some of our current favorites, below, that you’ll want to add to your regular routine.
EIR NYC Pitted Deodorant This Brooklyn-based all-natural unisex brand has quite a few products I use on the regular, particularly the Surf Mud Pro face stick for SPF protection and the fizzy Active Face Wash. But it’s the deodorant I’m particularly crazy about. It comes in a biodegradable tube, and is non-obvious enough that I can throw it in my bag if I know it’s going to be a hot one. The protection is as good as I get from drugstore brands, and I love the smell of evergreen trees and sand, reminiscent of the northern coast of California. This is the sort of thing I stock up on and give to my friends to try.
Maapilim Facial Mud Mask
If you haven’t tried a mud mask before, you’re going to love it. Cake this stuff on, which smells soothing, like a ceramics studio, wait until it gets dry and matte, and wash it off with a cloth. Clear pores and oil-free skin await, which makes this a summer must-have. Getting it off can be a bit of a production, so if you’re short on time in the morning, rub some across your nose and chin, have coffee and brush your teeth while it dries, then wipe off the mud and go.
Sachajuan Dry Powder Shampoo
There are some mornings that a full post-workout in the shower isn’t in the cards and the best you can hope for is a paper towel wipe-down and forgiving coworkers. On those days, I add one more thing to the express itinerary—dry shampoo. These products are supposed to give you a quick refresh and soak up some scalp sweat. Fair enough. But often, they come out too powdery and you turn out looking like an 18th century barrister. This spray comes out fast, cold, and mostly clear. Plus, it gives your hair a little lift and style as it dries.
Youth Corridor Ultimate Antioxidant C Boost Serum
I’m 34, but a few months ago I realized there were lines and sagging on my face that made me look (and feel) quite a bit older. So I’ve been pretty religious about applying a few drops of this serum to my mug every morning, and man has it made a difference. My skin looks brighter and it’s more resilient, especially when I spend the whole day in the sun. And it feels healthier to the touch. It’s pricey, but a bottle should last you about a year.
Relatively speaking, there are only a handful of guys on this planet whose grooming routines are truly dialed in and optimized for everything. The rest of us could probably use a little help. If your dad, or a dad you’re shopping for this Father’s Day, is among that number, help him out with one of the 10 gifts below, all of which were selected because they can help him look a little more handsome, spend less time getting ready, or improve on the tools and products he’s been using for decades.
For most men (and plenty of women), hair is a source of pride—but it’s a finite one. We must come to terms with the fact that, as we age, this pride source thins, recedes, falls out, and sometimes vanishes completely.
Protect your skin from the sun, and help heal it when you forget. From inexpensive but powerful sunscreen to lip balm with SPF and post-beach essentials,Â these five grooming products are must-haves for your time in the sun (and after it) this year.
Thereâs no rolling luggage on the trail. Everything you bring must be lightweight and utilitarian. From dry shampoo to bug repellant and on-the-go cleansing wipes, here are five grooming products you need to pack in your backpack, no matter what trip youâre heading on next.
If you use a moisturizer religiously yet your face still looks dull, itâs time to add a serum. Theyâre light and thin, and specifically formulated to penetrate skin, smoothing out your rough spots.
A pack of disposable razors and a potent aftershave just wonât cut it anymore. Thatâs why we teamed with ourÂ well-groomed friends at Huckberry, one of our favorite online shops, to curate a list of quality products for the hirsute or the clean-shaven.
When you think of losing your hair, you may think of those commercials led by a guy whoâs not only the president of the club, but also a client. Then thereâs those over-the-top contraptions that cost more than a mortgage payment and sit atop your head âfor only three minutes a dayâ (for the rest of your life). If those donât come to mind, thereâs a battery of drugstore treatments that are proven to work, but leave your hair feeling greasy and flatâthe opposite of that you want when managing thinning hair.
There is no doubt as the weather cools down, the air gets dryer, and the wind whips around with brutal force, your skincare needs shift. You can have dry, flakey skin and itchy, ashy patches. So every winter you do something about itâyou buy lotion, maybe you turn down the temperature of the water during your showers, and you dust off the humidifier to emit moisture while you sleep.
You wouldnât use a shampoo as a face wash or a moisturizer as a hair gel â but maybe you should. âWeâve been programmed to require separate cleansers for face and scalp,â says Jeremy B. Green, a Miami-based dermatologist, but you donât need a million things in your gym bag or shower. With the right ingredients, a product can work well for hair, face, and body. For example, a cleanser with a hydrating ingredient like coconut oil can pull triple duty, providing enough slip for a shave, purging dirt without drying, and giving hair a thorough clean. And a face moisturizer with an emollient like shea butter can double as a styling tool for your hair or beard. âSoftening your beard and the skin underneath with a moisturizer helps a beard grow better and look healthier,â says Oscar Blandi, the New York grooming specialist who has tamed Jimmy Fallonâs mop. Here, weâve made things even simpler by finding three products that, together, are all you need to look your best.
When it comes to improving your overall health, thereâs a lot you can do. You stop drinking booze if you have liver problems. You avoid cholesterol if you starts showing signs of heart disease. So why do most men continue to completely overlook the massive organ that holds it all together? Itâs time we break down what should be going on with with your skincare routine.
You wouldn't use a shampoo as a face wash or a moisturizer as a hair gel — but maybe you should. "We've been programmed to require separate cleansers for face and scalp," says Jeremy B. Green, a Miami-based dermatologist, but you don't need a million things in your gym bag or shower. With the right ingredients, a product can work well for hair, face, and body. For example, a cleanser with a
Like most men, you have your favorite shaving cream. Your preferred beard oil. Your tried-and-true aftershave. You probably also have your favorite cologne. On a case-by-case basis, this is a good thing. But taken as a whole, the crash of competing aromas can be overwhelming, if not headache-inducing.
The morning struggle is real. We get it. But whipping out a full makeup kit, complete with an eyelash curler and pencil sharpener, isn’t just distracting to people around you—it’s also pretty unsanitary and maybe even a little dangerous (moving train, vulnerable eyeballs…need we go on?). Don’t be that person. Here, the must-know rules for primping and grooming on the go. The latest from allure.com MillionaireMatch.com – the best dating site for sexy, successful singles!
This weekend, The New York Times published a piece on the rise of postpartum grooming, aka the practice of bringing a hairstylist to the hospital after giving birth. It seems more and more women are choosing to have professionals make sure they look their best for those first pictures with their newborn.
For someone who doesn’t have a baby, this all could come across as a bit excessive. Really, how can someone be worried about frizzy hair when they’ve just delivered a new life into the world? The Times piece points to a preoccupation with famous new moms, like Kate Middleton, who managed to look impeccable and paparazzi ready when she exited the hospital with her daughter, PrincessCharlotte, only hours after giving birth. Instagram is another likely culprit, as many birth announcements are now broadcast on social media within minutes of cutting the umbilical cord. But in my own experience, the pressure to look presentable so soon after such a strenuous task—it’s called labor for a reason—didn’t come from the Internet or from celebrities, it came from other moms.
When I was approaching my due date earlier this year, I called my cousin, who had a daughter a few months back, to ask for her advice on what I should pack in my hospital bag. She listed a series of must-have items, which included a comfortable robe, warm socks, and fresh linens, before saying to me, in the most serious of tones, “Do not forget to bring some mascara. I forgot to pack mine and I looked so tired in my photos.” Until then, I hadn’t even thought about taking makeup to the hospital, I was too anxious thinking about contractions and C-section horror stories to care about what I would look like afterward. But she raised a valid point. Those first photos with your baby last forever, and who wants to regret looking terrible in them for a lifetime? I hung up and jotted down “makeup bag” on my packing list.
Another friend who has a one-year-old son shared her prepartum grooming strategy: After she had her first contraction, she called her doctor—who told her she was still hours away from having to go to the hospital. He suggested she walk around her neighborhood in order to speed up the process, and so she strolled to a nearby nail salon. “It was the perfect way to kill time until the contractions got closer together,” she said. “Not only was it relaxing, but I was also all set for the photos.”
While most postpartum snapshots are taken by family members, some hospitals now offer the services of a professional photographer to immortalize the moment. Instead of fuzzy iPhone photos, these pictures are taken with a bright flash, making the pressure to look good seem that much more intense. A fellow coworker tipped me off about the hospital photographer in advance. Earlier this year, she was pregnant with her second child, so she already knew to prep in advance. While she didn’t book a blowout in the hospital for fear of being perceived as too high maintenance, she did book one for just before she gave birth. “I wanted to feel my best,” she says simply. “And I got a pedicure, too—because who wants to stare at unpolished feet while pushing?”
In the end, I didn’t have much time to weigh the decision. My daughter, Paloma, surprised us all by deciding to come one week early. And while I didn’t enlist the help of a professional hairstylist, I will admit that when I felt the first twinges of a contraction, I jumped in the shower and proceeded to blow-dry my hair in anticipation. Of course, after seventeen hours of labor, the blowout didn’t exactly hold up. I also skipped on applying mascara, thankfully, since I cried my eyes out after my daughter was handed to me. But looking at those first photos, I don’t notice my sweaty hair or my red puffy eyes. Instead, what I see is the look of absolute love on my face as I met my baby for the first time. And really, what’s more beautiful than that?
On a crisp late January evening in Paris, in a sprawling bar, Le Perchoir, spanning several stories high above the streets of the 11th arrondissement, pro kiteboarder Youri Zoon ambles in for his interview. As we talk, the bar fills up with a who’s who of Parisian cool, posing for photos and sipping bespoke cocktails: fashion industry savants, women in faux fur and big felt hats, avant-garde musicians. We’re here to celebrate the 30th anniversary of Biotherm Homme, a high-end French skincare brand (disclosure: I was there as a guest of Biotherm Homme).
Youri’s passionate about his sport, and his enthusiasm shines through in his lack of canned responses. We talk about kiteboarding more than we do moisturizer. As the face of Biotherm Homme’s Total Recharge line and the subject of the brand’s new 360-degree Oculus Rift video (shot using six GoPros strapped to his head), Zoon’s life exposes him to all the punishment that wind, salt and sun can bring. Between his extreme activities and frequent air travel, Zoon’s skin is no stranger to fatigue and dehydration — this guy legitimately needs cold weather skin care.
Biotherm Homme’s choice of Zoon over a more recognizable celeb or model got me thinking about the kinds of men who’ve appeared in grooming campaigns over the years. How do brand ambassadors reflect men’s evolving attitudes toward grooming? I decided to take a closer look at some of the most iconic faces from the past 30 years of marketing grooming products to men. I’ve included men’s underwear ads in this roundup because, as intimate and personal products that haven’t always been marketed directly to men, they follow a similar trajectory to grooming ads, addressing men’s appearance-related aspirations through a focus on the male physique of the moment.
Putting Men In The Picture
In 1985, when Biotherm Homme’s first product, an anti-wrinkle cream for men, launched, only about a quarter of all men’s products were actually purchased by men, so marketing campaigns for men’s grooming products inevitably targeted women.
Women were still the focus in 1990, when Chanel launched a campaign for its new men’s cologne, Egoiste, in which the male subject never actually shows his face. The ads represented a shift for the brand. Arie Kopelman, then-president and chief operating officer of Chanel, spoke to the New York Times in 1991 about the campaign, explaining that, “The focus has always been on the women’s products. Until now, we’ve never put any marketing power behind the men’s fragrances.”
Mark Wahlberg for Calvin Klein, 1992
In 1992, long before Bieber ever slunk around in CK boxers, Calvin Klein introduced Mark “Marky Mark” Wahlberg into its campaigns, and the rapper/actor’s abs as captured by the late legend Herb Ritts helped sexualize — and popularize — something as previously mundane as men’s underwear. Then-Calvin Klein Senior VP Neil Kraft, who was behind the Wahlberg campaign, recently explained to AdAge: “[Wahlberg] appealed to women, he appealed to gay men and he appealed to men who wanted to be him.” The campaign had a massive impact on the men’s underwear industry, boosting sales “exponentially.”
Tyson Beckford for Polo, 1993
With their Tyson Beckford campaigns, the all-American Polo Ralph Lauren brand introduced a face and a muscular, sculpted physique who could play Marky Mark’s game while giving the alpha male a distinctive new look. Beckford helped define the ’90s, to the point that in 2014 he was named by Vogue as the No. 1 male model of all time.
Larry Scott for Acqua di Gio, 1997-2007
Larry Scott was the face of Armani’s Acqua di Gio for a decade. He pioneered the now-iconic “wet guy” look, and it’s been a go-to for marketing men’s fragrances ever since. We don’t really know if he’s been rolling around on a beach, if he just surfaced from a deep dive or if he just stepped out of the shower, and it doesn’t really matter — we see the wet guy up close, with beads of water trickling down his face. He must smell good.
David Beckham for Armani, 2008
David Beckham was the face of Armani, and just about everything else, in the late 2000s. “The biggest metrosexual in Britain,” according to the man who coined the term, was also husband to a woman successful in her own right, a tattooed father and a legendary retired soccer player. Appearing in ads for Pepsi, Samsung, Adidas and Burger King, H&M and more, he represented the male ideal on an international scale: accomplished and attractive, with rebellious sex appeal. His signature scent, Intimately Beckham for Him, which launched in 2006, was one of the first male celebrity scents on the market.
Clive Owen for Bvlgari Man, 2010
With its campaigns featuring Clive Owen, who had appeared in ads for Lancôme’s Hypnose Homme just three years earlier, Bvlgari Man also drew upon the actor’s power as a credible influencer. His poses in these ads are relaxed; they present him as a multidimensional, interesting guy, somebody you could see yourself having a drink with.
Isaiah Mustafa for Old Spice, 2010
Isaiah Mustafa’s Old Spice ads helped usher in the viral internet era with a memorably big splash of aftershave. The zany ads got people talking, and that meant they were talking about Old Spice — a brand many guys previously identified with their grandfathers — again. Brut retaliated that same year with its “Slap a man in a towel” “Brut slap” online campaign, in which a man somewhat resembling Mustafa, wearing a towel, could be slapped via a click of a mouse.
Michael Phelps for Head and Shoulders, 2012
In recent years, companies began to select athletes over models and celebrities to promote men’s grooming products, and these athletes don’t all resemble David Beckham. As men who actually sweat, smell and expose themselves to the elements on a regular basis, athletes provided a more authentic opportunity to connect with men around the topic of male grooming needs.
At the Biotherm Homme party in Paris, Bixente Lizerazu, a current face of Biotherm Homme and a retired champion soccer star, explained to me how he witnessed grooming catch on in locker rooms: “It happened gradually, little by little, first of all in the changing rooms after training sessions, suddenly you noticed guys using creams. At first it was a little bit funny, or awkward, but it changed.” Brands seized on the opportunity to connect high-performance athletes with their products, especially when the opportunity was the 2012 Olympic Games, an event that had the entire world’s attention.
Ryan Lochte for Gillette, 2012
Michael Phelps and Ryan Lochte were just two of 150 top athletes sponsored by P&G, the parent company of brands like Gillette and Head & Shoulders, at the London 2012 Olympic Games. Like the Old Spice example, this Gillette campaign is the unmistakeable product of a viral internet era, hashtags and all.
Dwyane Wade for Dove Men+Care, 2013
In 2013, as consumers tired of the “doofus dad” archetype they’d been served for years, brands took realness and relatability to a whole new level. Dove Men+Care worked with NBA star Dwyane Wade and ESPN college basketball analyst Jay Bilas for 2013’s “Real Moments” campaign, presenting an image of hands-on fatherhood that speaks to modern guys. Dwyane Wade appears at home, with his kids, a natural setting in which he’s not being presented as a useless dad or an unattainable hero, taking the locker-room endorsement to a place that really hits home.
Juan Betancourt for Tom Ford, 2013
The interesting thing about model Juan Betancourt in this 2013 Tom Ford ad is that he has a facial hair. In 2013, we were deep in a “peak beard” moment (and it isn’t over yet). The interesting thing about this ad campaign is that, although this particular image recalls the “wet man” look we’re so used to seeing in men’s grooming ads, other images in the campaign show Betancourt actively grooming himself — wearing a clay mask in one image, applying an under-eye cream in another. “For the first time ever,” Josh Meyer, CEO of Brickell Men’s Products, points out, “starting in 2013, men spent more on skincare products than they did on shaving products.” No question about it: men’s grooming has gone mainstream.
Jonas Kessler for John Varvatos, 2014
In this ad, part of his 2014 campaign for John Varvatos, the bearded Jonas Kessler may be shirtless, but his frame is not nearly as “ripped” as a Wahlberg, Beckford or Beckham. The diversification of the kinds of images used to sell men’s grooming products reflects the diversification of the market in general. Explains Meyer, “The larger an industry, the more fragmented and specific it gets.”
Whereas just a few years earlier, men might have been self-conscious to admit any involvement with grooming products, at this point, men are legitimately interested in the benefits of looking their best. They want to look “well-groomed, tan, [with] less wrinkles, fuller hair, [have] no [or] less acne, smooth silky skin and anti-aging options,” according to Larry H. Oskin, president and founder of Marketing Solutions, a marketing agency specialized in the beauty industry. As Meyer points out, “younger men (ages 25-40)… grew up using hair gel and other ‘metro’ hair products for men, so using skincare is a natural evolution.”